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BizReport : Advertising : April 05, 2013


Reports: Real time bidding is pushing the ad envelope

Two ad platforms are reporting substantial growth thanks to real time bidding. RTB options give brands more control over how ads are served to consumers in the online space. Both Jumptap and Rocket Fuel platforms have shown strong growth with their platforms.

by Kristina Knight

First, Jumptap is reporting that the real time bidding arm of their platform has shown a 28% growth rate quarter to quarter, pushing by mobile RTB options offered through the platform. According to the company the RTB option is serving about half of ad delivery requests; they're serving more than 2 billion ads per day.

"With the largest set of third-party data and comprehensive audience profiles, Jumptap sits in a unique position among other Demand Side Platforms (DSPs) and networks," said Adam Soroca, Chief Product Officer at Jumptap. "This data permits Jumptap to better translate RTB bidding-based signals, allowing us to make more effective buying decisions across the board. Our data and technology-driven approach ensures that we're providing the most value to advertisers and publishers alike."

Meanwhile, analysis from Forrester about the Rocket Fuel platform shows campaign ROI increases of more than 200% (agencies) and more than 190% (advertisers) with their programmatic platform. Rocket Fuel's platform is also showing campaign ROI 60% higher than DSP options and more than 100% better than some ad networks.

"Since the first campaign we ran at Rocket Fuel, customers have given us superlative feedback that we're 'top of the class,' and beating the other media partners on a plan" said George John, CEO of Rocket Fuel. "The results are truly energizing and motivate us to continue our mission to explore next-generation big data and artificial intelligence technology, to seek out new response patterns and new optimizations and to boldly create ROI for marketers that no partner has shown them before."

Image via Shutterstock

Tags: advertising trends, Jumptap, online advertising, real time bidding, Rocket Fuel, RTB advertising










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